# Run Meta Ads Better Than 99% of People (Beginner to Pro)

Channel: Sabri Suby
Video: https://www.youtube.com/watch?v=L2Pb00UrO0Y
Duration: 54 min
Language: English
Words: 11382
Transcript page: https://viewrankai.com/tools/youtube-transcript/L2Pb00UrO0Y

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[0:00] I've generated over 10.2 billion dollars in sales through digital marketing. And if I had to start all over from scratch, the first place [music] that I would start is by crafting a killer metastatic ad. It all comes down to five key pillars, starting with pillar number one. We are in the golden era of static [music] ads. When it comes to meta ads, everybody gets all hot and bothered with video ads. They're using AI generated UGC, and they think that this is

[0:29] basically just the be-all and end-all. [music] So, what works? Is it images? Is it videos? The reality of it is that both of them work. And you want to be running all the different types of creative so you can have creative diversity. And today, I'm going to break down exactly on how to achieve these kind of results. I'm not saying that you

[0:47] are definitely going to achieve them. I'm going to show you how I achieved them. Then, I'm going to show you how to write long-form copy, to partner that with the headline and the images to not only hijack somebody's attention, but to also convert it and get them to actually buy or to turn into a lead. And then, if that wasn't enough, I'm going to then show you exactly how to put these things [music] into your ad account and actually launch them. Right now, we are in the golden age of creating static image ads. And because you can use these image models to create photorealistic images that nine out of 10 people cannot

[1:18] tell the difference. And it allows you to basically pump out so many more ads. So, what you can see up on the screen right now is an ad that I recently wrote that absolutely pulled its head thing sold out three warehouses full of books. And it only took me probably about 45 minutes to put together. And there's nothing fancy with it. So, what you can first see is just a a photo of me, and it says Shark Tank star gives away 10,000 books free just to prove it works. Then, there is an image of a warehouse which I created with AI, which I'm going to show you how to do today,

[1:55] of showing people moving around pallets of books. Just because it was easier, right? And it looked cleaner, and I do have warehouses that are full of pallets of books. And in fact, little did I know that this ad was going to go out and sell tens of thousands of copies. This one ad alone, I spent a hundred and eighty-one thousand dollars on in seven days. So, there are levels to this, right? Most people don't spend that in a month on their ad account, let alone on one single ad. Now, no doubt if you're watching my content, you're probably seeing some of my ads floating around the internet. And yes, I put together

[2:28] these very highly produced video ads, but that's what I've become known for. But, if you actually look in my ads library and see the quantity of ads that I'm running that are videos versus that are images, you'll quickly see that I run a hell of a lot of static ads. When it comes to writing video ads or putting together video ads and shooting them and editing and doing all that kind of stuff, it just takes an enormous time, and you can't get as much output as you can with creating video ads using statics. I can sit down and I can craft a static ad that often times will smash

[3:01] that video ad from a performance standpoint. Let's just basically rip this ad to pieces and I'll show you exactly why it worked. But, I wanted to lead with those numbers so you can see the impact of this. Like, most people when they create static image ads, they are using ads that are targeted at the bottom of funnel or the middle of funnel. It's like the shitty old ads that you see, whether it's an e-commerce product where it's like they put their product directly in the ad. Clearly, they're selling it. It's got some kind of headline or some kind of screenshot, and it's pretty much nonsense. And the

[3:33] reason that I say that it's nonsense is look, it does work. You do get a high ROAS on them. You do get cheap CPLs, but it doesn't scale. And so, what you can see from this ad that it scales to cold traffic. And that is the game here. The game is to be able to write ads that scale on cold traffic, cuz that's the only thing that should get you excited because that's the way that you really grow your business. You don't grow them by running ads at a low scale at the bottom of funnel. And so, what you will notice from these ads is that they are

[4:00] all completely engineered to cold traffic. And why do I say that? The first thing is when you create your image ad, you do not want to be able to tell that it's an ad. That's the first litmus test of whether or not it's a good ad. Does this look like an ad? If it looks like an ad, immediately you know that you're starting off in the wrong place. Well, the first thing it is when you look at it, it looks like a news. like that there is something happening. There's an article that is natively written about this book or about me. And so, it goes under the

[4:27] radar and immediately gets consumed. And that's exactly what it is that you want to do when it comes to writing ads. You don't want to make your ads look like ads. So, first things first, why do static ads work so well? One reason is that you can just pump out way more volume than you're able to do with high production ads. So, when it comes to putting together ads, my whole strategy is a barbell strategy. On one end of the spectrum, we've got super highly produced ads. Like all of these long-form video ads that I produce that involves like coming up with site scouting, getting talent, writing

[5:00] scripts, storyboarding all of the ads, and then going into production and actually shooting them, editing them, all of that kind of stuff. This is an enormous effort. I like doing things that do require an enormous effort. And if it wasn't worth it, then I simply wouldn't do it. They do work very, very well. So, that's on one end of the spectrum. Then on the other end of the spectrum, it's what I call the ghetto strategy, where it's just like you're using down and dirty selfie photos,

[5:25] things that just look very, very native. They do not look like ads. Where you don't want to be is in the middle, which is where 99% of marketers operate, which is static image ads that are highly produced, like product photography, coupons, UGC models, all of that. And the reason that you don't want to be here is cuz that's where everyone operates. And if you want to get different results to what everybody else is getting, then you need to do something different. And because it's so easy thanks to AI to produce that, there's more and more clutter and it makes it more and more difficult to stand out in the newsfeed. So, that's

[6:00] the two buckets that I want you to operate in. One is like low effort, down and dirty, spin up multiple variables very, very quickly. And then the other one is like super high production, high effort, which creates a moat cuz most people aren't willing to do it. And thanks to an update that happened in just about a year ago with Meta with their Andromeda update, their algorithm, their ad platform just requires more volume than ever before. And so, they are basically looking at ads and they're

[6:25] determining who is going to see that ad. And the more specific an ad is, the more detailed information that they have about who that they should show that ad to. So, it wasn't like in the past where you could get away with having like five or 10 creatives and that would be it. The plus side to it is that you can get your ads shown in front of the right people very, very quickly. And because it there is so much more volume that is needed today, that's why going down with a static image ad is a very, very good strategy because it's cheap, it's effective, and allows you to pump out

[6:56] way more volume that you could do on a video site. I'm not saying don't do video at all, they all have its time and its place, but in terms of where should make up most of the volume of your ads, naturally, if you look at what the constraints are going to be, it is going to be static image ads. But don't worry, I'm not just going to be talking about theory, let's actually get stuck in. I'm going to show you three different types of like raw native ghetto ads that I'm running. I'm going to pick them apart and show you step-by-step why they work and how you can create them for your own

[7:23] business. Basically, if I pull up my ads library here, yes, you can see your boy is running lots of ads. I have multiple pages, multiple ad accounts. I do a a lot of activity when it comes to running ads. In this one, there's 7,300 ads. So, if you look through here, yes, right? You've got my videos here.

[7:40] Growing a business is hard. Right? Super high production, but then look, for the one video here, I've got like three statics here. One is the ad that I was just telling you about itself, then there's another one which is just a photo that I literally took on my phone, and then there's another one of a screenshot of my book featured on Amazon. And the more that you go down,

[8:01] the more that you're going to see that. So, let me just stop and basically unpack the first one for you. People think when it comes to putting together like image ads that you need some creative director, or you need some fancy creative agency. You don't. You don't need any of those things. Basically, what you do need to understand is the format. Because using the barbell strategy, we don't want ads that are highly designed when it comes to static image ads. We want to keep it raw and native and dirty. So, there are three formats. I'm going to rip you through the ones that I'm running right

[8:30] now in my ad account. So, the first one is what I call a raw native. down and dirty. The way that I do it, it's very, very strategic. It's very, very high level, and it's going to take you hours and hours and hours to do. I'm joking. Like, what I do is I literally pull up my phone, I open up my camera roll, I have a look at some recent photos that I've taken, and I pick a couple of them, and I run them. So, let's take a look at this one. The first one of these. So, what you can see on these is they're a

[8:58] little bit more designed. There's like I I do have like some of the like native Instagram text captions over them, but every single one of these photos were pretty much taken as a screenshot, or taken from my iPhone. Or, if we have a look at this one, it's just your boy laid out at the beach, right? Just a a good old beach selfie, and often times these ones, they outperform all of my other ones. So, I don't want you to have a bias towards one, you want to be running multiple formats. So, what makes this work so well? Well, the first thing is, it does not look like an ad. Like,

[9:33] if you think about if you open up Instagram, and you have a look at what is it that you're seeing or you open up Facebook, what do you see? It's typically you're going to see stuff from your friends and family or influencers that you follow, and most of them are photos or videos that were taken on the iPhone. And so, that's exactly what this is. So, it doesn't go "Weren't weren't This is an ad. Let me just keep scrolling." There's no crazy offers on here. It's not like we guarantee to get you 10 leads or none of this

[10:00] It's just a straight-up raw static. Anyone can run these. You don't need a huge budget. You don't even need to be strategic about it. You can literally open up your camera roll and pick them. And as we go through my ads library, you can see that I've got multiple of these things running. There's so many ads, so they're a little bit hard to hard to

[10:18] find here. But this this is this one. You can see like just literally a photo that I took of myself working on my computer when I first started my business. It was like probably with the most It was probably the first iPhone that ever came out. So, it's not super high megapixels or any crazy new technology or anything like that. It's all pretty down and dirty. Then there's this one. There's this one with me and my wife here. And the beauty about all of these is that they just don't look like ads. And that's the thing that you want. Where people get wrong is they want to make themselves look really

[10:51] legitimate. Or they want to make themselves look as the most flattering as they possibly can in these photos. And that's not necessarily what it is that you want to do. You don't want it to be staged. You want it to be natural. That's why I like just randomly picking photos from my um photo library rather than going, "Hey, I'm going to go out

[11:07] there and shoot ads on my phone." Because that just doesn't seem natural. Like it needs to be stuff that you would post on Instagram stories. Like just naturally. It doesn't look like it's intentional in any way. And it looks very very authentic. And so, that's the major litmus test that that I go after is just picking photos that I've already taken that I had no intention as running as ads. And the next format is one that I have made internet famous, which is the breaking news format. It won't take me long to find one of these. Here's one here, right? Breaking news, Shark Tank star breaks his silence on $7.8 billion

[11:42] client getting system. You'll see that my ad account is littered with these. So, you basically you need to think about what is a hook, right? What is a hook for your industry? I'm going to get into how do you basically select the headline copy and the actual things that you put on the actual ad? But effectively, it's an that you can take from your phone, again, or you can generate with AI, which I'm going to show you how to do in this. But basically, it's this one image or two images as a background, and then you're putting a breaking news box, and you're putting a news headline on there. Now,

[12:14] the reason that this works so well is because the number one category of content that is consumed on these platforms is news and gossip. And so, as much as people hate to admit it, and they say that their market is different, and they come up with all of these excuses of why it won't work for their business, all you need to do is look at how people consume media. What is it that that is the most shared, the most liked, the most consumed content on these platforms? Meta released the report every single quarter of which content is the most consumed on the platform, and it's always these two

[12:49] categories that are dominating the most shared content and the most viral content. So, instead of fighting the raging river that is people's desires online, we're just going to jump into that river and ride along with it. And a lot of people, when they hear this, they aren't very pleased to be running these ad formats in the beginning because

[13:08] they're like, "Oh, this is not branding. This is not what feels authentic to my brand." But what they must understand is that like Meta is a native advertising platform. People don't go onto Meta to consume ads. And so, they go on there to socialize, to get information, to keep up to date. And so, all we want to do is give them the content in the format that they like to consume it in. And this is the format that they like to consume it in. So, you want to go raw, breaking news, down and dirty on the ad, and then you can give them a branded experience

[13:37] on the actual landing page. People don't remember what ad that they clicked on, right? So, all our job as marketers is to funnel all these people that are on these platforms over to our landing page, and the best way to do that is using these ad formats. Trust me, I've spent well over $300 on Meta ads trying to figure this out. And this is I'm

[13:57] telling you the source of what works. Now, the things that you want to be thinking about with your breaking news ads, for the image itself, it should always be a completely candid image. And almost like if you're talking mid-sentence, if it looks ugly, if it looks low quality, that's typically what's going to work the best. Like if you don't believe me, just look at gossip websites, look at the front cover of newspapers. These paparazzi have got the best cameras. They got the best They

[14:25] could do anything that what they want. But, what you will see is they always pick either an unflattering picture or someone where someone's doing something awkward or it's mid-action. And that's exactly the way that you want to be thinking about your image ads for breaking news style. It should always be something that there is happening. There should be a element of intrigue. It shouldn't just be like a smiling, looking at the camera, perfect lighting kind of photo. The more down and dirty, the better. Then now, you might be thinking, "Hey, I don't have any images." Which you should. Like who doesn't have a phone with images on

[14:57] them? But, I'm going to show you how to basically create AI images with this. So, what I have so graciously done is I have given you a prompt that I use to create photorealistic images. So, let me run you through this prompt step by step, and then I'm going to give it to you and show you exactly how to apply it. And look, if you don't want to say breaking news, you could put news on there, you can put viral, you can put story, you can put whatever it is that you want. But, the the key thing is that it needs to visually look like this, where you have one or two images

[15:26] as the background, then you have, you know, a red box with news or breaking news or viral, and then you have a headline underneath it. So, when it comes to the actual headline, like, what do you put in these things? Again, you can't be making a direct offer to it. It's not about stealing the format and then basically putting in your normal crap in there to try and sell your stuff. Again, what we are selling is information. So, if we read this headline, "News: Shark Tank Star Gives Away 10,000 Books Free Just to Prove It Works." I'm not coming out there and saying, "Hey, buy this best marketing

[16:02] book for $10, right?" That would be the wrong way to do it. So, you need to be creative in the hooks that it is that you come up with, and there needs to be some type of news element to it. So, you can look at Google Trends in your niche, you can see what it is that's trending, and you can hijack into something that is already trending, or you need to sit down and get creative about what would be a good hook What would be a good concept that is not directly selling my product or service, but it is selling an outcome. It's selling some kind of news

[16:33] or angle. And so, we're going to get into what to put in these headlines, in the actual text headline itself, but that's the way that you want to be thinking about it. You want to be thinking about, "What is something that is going to grab my prospect by the throat mid-scrolling in the news feed and demand their attention?" You can see with me here in this image, I'm like mid-talking. It's not like the most flattering photo of me. It looks like I'm in mid-sentence. I've caught myself in action. But, then there's a secondary image on here. Now, this does a great thing to basically, one, show two

[17:05] images. It's like when you see like the Brain Rot Split Videos that show up at the same time. The reason that they do that is like, it gets somebody to stop and it glues their attention by keeping one part of their brain distracted. It's kind of the same thing with these, but the second image it needs to have a level of intrigue in it. If you think about if you saw this on your mobile, you can't really see what's going on in the second image. You can kind of see there's a warehouse and there's these dudes dressed in black and they're cutting these things around, but the

[17:33] whole thing is is this going to open a loop that somebody wants to click in to see the full image of what's going on and then they go to your landing page. And that's how you get a filthy CTR and you signal to meta, "Hey, this must be a really good ad because so many people are clicking on it." But you can pick all types of elements. You can see it up

[17:51] on this one on my screen right now. There's one of me, same image, but then there's this like me and my wife attending, you know, a wedding. It doesn't really have anything to do with what it is that I'm selling, but again it looks native and it looks intriguing. Like why is this guy now with this other

[18:08] woman here and he's wearing a tuxedo? And it just feels like news. All right, so now let's move on to the third format which is an AI-generated static ad. And this is the source that you guys have probably all want. This is the first thing to think about. Everybody is creating ads right now using AI. And most people, if you look at what is the most largely used AI platform that there is right now, it's OpenAI and they all have ads that look exactly the same. And it's because they are lazy. What they basically do is they say, "Create me a Facebook image ad or meta image ad. Here

[18:42] is my ad copy." And it goes out and it creates it an ad and it puts an image on there that is very clearly AI-generated and then it puts text on there and does all of this other crap. That's not what it is that you want to do. People don't want to consume that So instead, we're not going to do that, right? So what we are going to be doing is we are going to use these image models to create photorealistic images. So just as I showed you of like picking up your phone and going through your camera roll and getting all these images, all we want to do is do that

[19:13] same thing but use AI to do it. So, we can pump them out quicker and I can remove any excuse that you don't have the images that you want. Or, if you don't want to use yourself as the face of your brand and you want to use other influencers and creators to do it, I'm going to show you exactly how to do that using AI. And the clear thing is, when we are creating AI static ads, we do not want them to appear to be generated with AI. No surprise here. However, if you look at everyone's ads that they do create with AI, they all look like they

[19:44] they were created with AI, which is not what we want to do. I don't have any affiliations to any of these AI image models, even though that all of these guys are in my DMs and reaching out to me to do a deal, I don't want to do a deal. But, I'm going to give you the stuff that I'm using and that my team is using to do it. And right now, I do like Higgs Field and it's because it's got all the models in the one, but I'm not biased. You can go and use Open AI, you can use anything that you want. Nano banana, I don't care. I don't

[20:11] discriminate. But, let me just run you through my prompt of exactly how to get the images that are going to work for you. So, the first thing that we are trying to do is we are trying to create an image that looks like it was taken on an iPhone. So, if we read this one, run unedited iPhone front camera selfie of age. So, you're going to have to basically fill out your avatar here. Do

[20:32] not be lazy and not give it your avatar. Because with Andromeda, you want to get super laser in on who it is that you're trying to attract and you want to create multiple ads of all the different avatars that you're trying to create. So, you want to insert the age year old, then you need to put the ethnicity, you need to put the gender, you need to put the body type and build, hair color, length, style, how messy the hair is, what the clothes that they're wearing are. The more detail that you can give, the better. Cuz you're not relying off these off these models just to come up

[21:02] with this stuff. Most people don't go through this level of detail, right? They're just like create me a photorealistic image of a woman in her 40s. It's very, very vague. So, we want to get hyper specific. Then, we're going to give it the expression. So, half smile, mid laugh, neutral, slightly tired, whatever it is for the avatar that you're going for. Then, we want to give it the setting. Um is it in a bedroom? Is it in a kitchen? Whatever that is for your market with realistic clutter visible in the background. Two to three specific objects, time of the day, lit only by light source, window

[21:35] light, overhead ceiling light, desk lamp, uh laptop, and screen glow. This, again, we need to be very intentional. Shot at arm's length, phone held slightly. Why? Because that's exactly how you take a selfie. We don't want to to appear that somebody else has taken the photo. Above, below, at eye level, arm partially visible at the edge of the frame, slight wide-angle distortion from the front camera, face a little off-center, natural skin texture with visible pores, fine lines, and minor blemishes, uneven skin tone, flyaway hairs. I know it's super, super detailed, but that's what gets us the output that we want. Casual smartphone photo quality, smart HDR look, mild

[22:19] digital noise in the shadows, slightly soft focus, imperfect white balance, no bokeh, which is like the blurred background, no retouching, no studio lighting, looks like a real photo posted to Instagram stories, not a professional shoot, vertical 9 by 16 framing. Don't worry, I'm going to give you this source so you can use. Now, if your image model that you're using supports a negative prompt, then basically what you want to use is this one, which is no professional photography, studio lighting, DSLR, bokeh, beauty filter, airbrush skin, perfect symmetry, model glamour, cinematic 3D render, CGI, plastic skin, oversaturated watermark or text, cuz that's what we don't want. And

[23:01] we want to be very, very intentional with that as well. And so, the only thing that you need to go in here is go and fill in these variables to fill in. So, this is what it looks like. So then, once you come over to Higgs Field, you can also do the same thing with Open AI is you click on images. It's going to give you a whole bunch of different

[23:18] options to use. You create create image. And then from here, you can go in and effectively down here is where I recommend using Nano Banana 2 is one that's working very, very well. These are updated so frequently. You can run through a few of them and see which one's going to give you the best output. For the one that I've got up here on screen, this one was created with ChatGPT. So, you can see that this image was created. Like, look how good that looks. It looks very, very real, very, very native. And so, this is effectively what it is you would want to run. This

[23:50] is this happens to be for this product. However, if you want an older person, if you want a younger, if you want a man, you know what to do. You basically use the prompt that I've just given you and you can spin out multiple different variations. I would say that the ones that we have tested, that we say slightly attractive or very attractive, they're the ones that typically work well. It's a human bias. So then, that's basically the raw materials that we've got of the ad. And effectively, what you would do is you'd then take this ad and you would put it into our format of

[24:18] breaking news. And then, boom. Breaking news. Surprising new way to get $2,000 crown for $985. And then, there you have it. That is a breaking news style ad that we have generated entirely using AI that looks to be real. All right. So, here's how to apply this specifically in your own business. Basically, pick three different images for the three different formats that I just gave you and create

[24:43] them for your own business and run them. And these are just three formats that I've got. I'm biased. I have got my own AI creative tool called Get Kong. And effectively, this thing has got hundreds of of variations that it is that you can run to create these ads, and we're going to get into the source in a moment of how to actually write the copy and the headlines and all of it. But, effectively, all you need to do is pick three images for the three different formats and run them. But, look, it's not the image by itself that prints because the reality of it is the image

[25:14] is only going to stop somebody in their newsfeed. The most important part out of any ad is the actual copy. And the copy that works is long-form copy. Now, before you roll your eyes and you're like, "Sub re, but who reads all that long-form copy, right?" Buyers. The buyers are the ones that will read every single word because they're the ones that have a specific burning problem that they're looking to get solved. So, if you can promise them the solution to that problem, of course, they're going to read the copy. So, let's get into actually how to convert that attention once we've hijacked it using these

[25:46] static image ads. So, this brings us to the long-form copy. So, I'm going to break down through one of my longest-running ads that I've been running for a long, long time that I am sick of, but my audience is not sick of. And that is this ad that you can see on the screen right now. I'm not going to get into the actual images, we're just going to be talking about the body copy on this one. So, it starts off as just written from the first person, it's very conversational and natural. I never thought that I'd be saying this. When I started my business from a rented

[26:12] bedroom, cold calling till my ears were hot, desperately hunting for anyone who'd give me the time of day with nothing but $50 in my pocket and an old computer that my girlfriend bought me. That in four short years my scrappy little company would be ranked as the 17th fastest-growing business in the country by the Financial Review. And then, in another 3 years that I'd be on Shark Tank. Now, I'm not telling you this for you to clap for me or throw confetti, I'm telling you this cuz without the proper context, you won't fully appreciate that all this only happened because of one thing, my secret selling system. So, you can see that I

[26:43] started off with the first-person story, and I was appealing to exactly where I was when I started my business, which for a lot of my customers is exactly where they are or it is a story that they can relate to of what they went through. And then I am pivoting into how it all changed for me. What was the miracle solution that it is that I found? So still it's reading as a story, which stories are the most powerful form of selling that exists because you can't argue with a story and you don't read it as an ad, right? You see a photo of me working on my computer and then it

[27:17] starts off with a story based copy. So then as we keep on going, now look, what I'm about to say might shock you. Maybe even tick you off a little bit bit if you want more clients, customers and sales than you possibly know what to do with, you're going to have to admit that it's true. Here goes. So now I'm getting into the solution and then I've promised them exactly what my market wants more than anything, what they would crawl across crushed glass on their knees to get, which is to have more clients, customers and sales than they possibly know what to do with. And then so I've

[27:47] teased the benefit and now I'm going into how that's going to be possible. When it comes to getting a flood of new customers, not a random lead here or there, I'm talking about a torrential downpour of hungry buyers that flood your business, most businesses are asking the wrong damn question and getting the wrong damn answer. Most people think, what do I have to say to get people to buy? Wrong. Instead ask yourself, what do I have to give? What benefits do I have to deliver? What value do I have to provide? So now I'm starting to teach and I'm starting to provide insights in the ad itself, which

[28:21] again is compelling. If you want to win, you must create a disproportionate amount of value for others, full stop. You must fall in love with your customer. See, the problem with most businesses is that they've got a misplaced devotion. They fall in love with money, the fancy stuff that they can buy. Mediocre companies fall in love with their products and services, but all great companies, they fall in love with their customers. This is a contrarian take to what most people have been told in my market. They treat them as valued partners because the more value that you provide to others, the more value that you generate, not just

[28:55] for yourself, but for your clients, too. I hope you take this to heart, amigo, because while it all sounds simple, it was the one shift that made all the difference for me. It was what took me from being dead broke cold calling from a rented bedroom to having the 17th fastest growing business in the country. What am I giving now? I'm giving receipts. Proof. I'm basically saying, "Hey, it's not enough for me just to tell you this story, but to also show you the transformation that it is that I went through." I'm becoming one of the youngest sharks on Shark Tank. It was this little kernel that kicked the whole

[29:27] thing off and put this secret selling system into motion. And today, I've successfully deployed it in over 1,067 different niches. So, what exactly is this secret selling system? So, by now, I've created enough intrigue that they want to know what the hell this is all about. And I've also answered the biggest objection that my market has, which is, "Is this going to work for my business, my precious customers? These little snowflakes of customers that I've got, none of this stuff that you say is going to work on them." Well, guess what? I've deployed it in over 1,000 different niches. Then, I start to pepper them with little bullets. The

[30:02] single best way to attract dream clients. This locks them down lightning fast. How to write Google or Facebook ads that almost force your prospects to click them and buy. Not one digital agency in 100 even has a clue how to do this. So, first of all, it's like the inception tactic. I'm telling them how to do things that I am demonstrating that I'm doing to them right now in the newsfeed. So, that again serves as proof. So, I'm not going to read all of these bullets and all of the copy, but

[30:29] I'm basically teasing the benefits here. And then I say much more. Look, if you are a business owner, I'm being very specific of who I want Andromeda to go and target, which is specifically business owners, and you've gone through countless of CRM programs, landing page builders, and the latest sales funnel hacks, only to find bugger all success. Here's why. These things are all designed to treat the symptoms of low sales, but not cure the problem. So, what am I doing now? I'm attacking all the other solutions that they're either using right now, or they've tried in the past, and haven't gotten the results that they want. That's why they're

[31:01] reading this ad. You need a value-driven selling system that floods your business with buyers. What is that, Sabri? This is a hero mechanism. Something new and novel that I haven't heard about before. Then I've got good news for you. I've put every step of this selling system, responsible for 7.8 billion dollars in sales for my clients, in my book titled Sell Like Crazy. It shot up from being 90,000 on the day of the release to the number one international bestseller within 10 minutes, and it's sold over a million copies. I'm giving you away this miracle solution, and I'm showing you that it's not only good cuz I'm saying

[31:34] it's good. I'm showing you that it's got, you know, it's sold a million copies. It's got 7,4.8 star reviews, and I'm giving you the solution. Then I basically just hint, I give a CTA. I've like just help me out with the shipping and handling, go check out the link. So, there's nothing crazy here. It's just good story-based copy. It should have a low reading score. I typically like to write at a fifth grade reading level or below. And then you want to use a app,

[32:01] which is free, called the Hemingway app. And effectively, what that allows you to do is you copy all of your copy, and you put it in there, and it will give you the reading score of it. Let's see if I'm taking my own medicine, and what do you know, it's written at a third grade reading level, this ad. And so, it will effectively highlight any of what we call snags in the copy. This copy is pretty silky smooth, so there's not a lot of them. But usually, if you paste in some generic copy on here, it will be all red and orange, and it allows you to

[32:31] go back and edit it, and make sure that it is easy to consume for every person that is out there. You don't want to talk about you and your company all the time. This is a story-based copy, so it's kind of I am talking about me, but generally you want to be talking about your prospect and all the benefits that

[32:48] it is that they are going to receive. And you do not want to say like the name of your company and us and constantly be talking about yourself. And the reason that this works so well is because consumption precedes conversion. If you want to get somebody to convert, you need to get them to consume. And that's why the ads that sit in the middle of the barbell all get it wrong is cuz people don't consume them from the get-go cuz they look like ads. So, the consumption is low, therefore the conversion is low. But when you come across an ad like this in the newsfeed that is like all native and it's a

[33:18] story, the consumption shoots through the roof and if I just led with my offer like get my book, then it's like I wouldn't have even gotten their attention, right? I wouldn't be able to suspend their disbelief long enough to get them to click. And so, that's why this works so well. Now, I could go on for hours about writing copy. I could

[33:36] put out multiple video trainings on it. So, instead, the 80/20 is to simply write like you talk. It's as simple as that. Don't overcomplicate it. Don't use super crazy words that are very hard for people to understand. Don't overuse you or your. Add specificity. So, you saw that like I'm like I was cold calling from a rented bedroom off an old

[34:00] computer that my girlfriend bought me. These are all details. People can imagine it in their mind. They can see the photo of myself. I'm not talking in generalities. So, if you're saying that you own a property portfolio and you're a millionaire property investor, tell me about where you started as a deadbeat electrician. And then how many properties you bought year one and year two and how much that they're worth and how much debt you put into them and how much equity that they're worth now and how you're you were feeling in that time when you did that. You need to give the details and it needs to be

[34:32] hyper-specific cuz that's what's believable. And then effectively, what you want to do is once you've created your image ad, you want to wrap everything around that one idea and that one angle. So, you'll notice for instance, with this ad, this is basically a story-driven ad. I started with the image ad of me working by my computer on the computer that my girlfriend had bought me with the actual computer box in the background and the headset on my head cold calling people and then my Gmail full of responses and me jamming, right? And going out there and cold calling. You do I didn't leave it to the imagination of the people and

[35:10] then I wrapped all of the copy around that, the whole theme around it. And you'll notice that with all of these ads that I'm running. Even in the one that it's like Shark Tank star gives away 10,000 books free. Again, I started with the image of me and the warehouse full of books that shows 10,000 and then all of the copy is around that. I'm giving away 10,000 free copies of my number one best-selling book that creates a torrential downpour of customers for any business. The whole thing is wrapped around the one theme and you want to do the same thing, too. Pick the theme, everything is completely wrapped around

[35:42] it and you go all in on the angle. Now, when I say write long-form copy, do not just write copy that is long for the sake of being long. The copy can only be long is it's engaging. If you've got people reading every single line of that to find out what happens next. And so, the copy should be as long as it needs to be in order to sell whatever it is that you're selling. And most often than not, when I talk about selling stuff, we're not selling in the ad. What we're doing is selling the click to our landing page. But, you need to make sure

[36:12] that the copy is interesting and engaging. And so, what I like to do is I like to write on one day and then I like to edit on the next day. And when you look at it with fresh eyes the next day, there's all this stuff in there you're like, "Man, why did I say all that? Let me delete that. Delete that. Delete that. Delete that." And so, the editing is where the copy really becomes to shine. Don't ever judge your first draft. You need to go through multiple rounds of editing it. It can seem cumbersome, especially in the day of AI, but I can tell you that the juice is

[36:39] worth the squeeze. Then, the other thing that you must do is that you must write copy that is engaging. That gets people to comment, to like, to share, and into engage, because that's what basically signals to these platforms that this is good because people are engaging on it. It's like with an organic piece of content, if it gets lots of views, it gets lots of comments, shares, saves, then basically that gets pushed out in the algorithm even harder. It's the same in the ad engines, but you just get a cheaper CPM and a cheaper cost per click. So, don't try to appease everybody. Be polarizing. Speak in a way

[37:17] that is going to get people to react, that is sharp. And do not worry, in order to make an omelet, you do need to break some eggs. And if no one's commenting on it, if you don't have equal 50% people hating on it and 50% absolutely loving on it, then it's just not a great ad. It's not engaging. Then, once you've kind of written it all, just make sure that you're keeping your words, your sentences, and your paragraphs short and punchy. So, when you look at this ad copy, like while I get a lot of flack from people being like, "Oh, like what's up with all of

[37:47] these one lines of copy?" If I was to put all of this copy just like as one big block or four lines of text per paragraph, no one's going to read it because there's not much eye relief, specifically on mobile. But, when it's these short little snippets, people can read it very, very easy. It's like a greased shoot. Once they read the lead-in copy, it's very, very easy to consume the rest of it, and it doesn't look overbearing and daunting to read it all. And even though there's some people might comment on it, who gives a about these people cuz they're not the buyers anyway. They're just these

[38:18] trolls. They're invisible people. They don't exist just behind keyboards online. So, we don't care about those people cuz they're not going to buy anything anyway. And so, that's kind of like the 80/20 of writing ad copy. Now, when it comes to the body copy, there's one section and it is the most overlooked part, but it literally is the difference in 4 to 5x'ing your ROAS with just 11 to 14 words. That's it. And it's the lead-in copy. So, what you can see here, right? Look at this first ad I'll show you. I'm not going to go through the whole ad. I'm just going to read what we call the slippery lead-in. "I

[38:51] never thought that I'd be saying this." Well, you never thought you'd be saying what? Yeah, you need to read the rest of it to find out. That's why it's designed to be written in that way, right? "When I started my business from a rented bedroom {dot} {dot} {dot}" Again, I want to figure out what it's opening up a loop of curiosity. It's creating a an itch that I need to scratch to find out the rest of the story. And so, the whole way that you want to be thinking about the lead-in copy is it should open a loop in your prospect's mind that the only way that they can close that loop

[39:21] is by clicking on the little see more button that pops up on Meta where you have to click it to see the rest of the copy. That is a signal to Meta that this must be a good ad. And it's the same thing here. "I'm giving away 10,000 copies of my number one best-selling book that creates a torrential downpour of customers for any business." Now, the one caveat that I do want to say, when it comes to lead-in copy, the best thing to use by and large, not always the case, but by and large, is a comment or a quote from a customer. And so, if

[39:53] you're going to be using this prompt that I've given you to create AI influencers, I have put in a mandatory legal disclaimer here. Do not follow this and do not read this and use this because what it basically says is these images show synthetic people who do not exist. So, please do not partner this with a fake testimonial or review from somebody cuz that is not legal. You will get put into hot water and it's happening right now where people are creating completely fake customers and testimonials. That is not kosher. So, if you're going to be doing that, make sure that you're not basically trying to fool

[40:30] somebody that that is a real person that left a real testimonial. In my one, I'm doing it to create images of like warehouses and books. If you're going to be using it to create images, you know, like this, then just do not say that it is a real person. Do not say, "Oh my god, I bought this. It was absolutely incredible." in your leading copy because that is not compliant. And that's unfortunately what a lot of

[40:52] people are doing. Your boy's not a lawyer. Basically, consult with legal people. I got to say all this cuz people get carried away and do all types of rogue stuff. In terms of the leading copy, it should open a loop that people want to close and that is a story, that is a unique benefit, that is a problem that your prospect is currently facing that is keeping them up at night, tossing and turning, unable to sleep, and you're basically hitting that right on the bull's eye in your leading copy. And this is the area that you want to be spending a disproportionate amount of your time because if nobody reads

[41:26] that and clicks, they're not going to see the rest of your copy. All righty, so that's the image and the actual headline that sits on the image creative and also the long-form body copy. But, what about the actual headline that sits on the ad in Meta itself? So, what you can see here in my ads library, you have to kind of click into all the ads in order to be able to see them, but there teases a few of them. He's generated 7.8 billion in sales. Why is he giving this book away? All of these images have me in them, so I like to basically lead

[41:56] with a he or something like that that's going to open up a loop. Sharks weird AI equals 4,000 plus leads per month. So, the way that you want to be thinking about your ad is one, the image itself is what's going to get somebody to stop in the newsfeed, the lead in copy is what's going to get somebody to click the see more, and the headline is realistically what's going to get them

[42:18] to click out onto the rest of the ad. So, when it comes to headline, the most powerful human emotion that exists is curiosity. However, it can't just be blind curiosity. There also needs to be a benefit of what it is that your market wants, because your prospect is busy. They've got endless options of entertainment. So, the way that we grab them is we create what I call a hyper dopamine ad, which is a hyper specific

[42:44] benefit partnered with huge intrigue. So, if we look at this ad for instance, "Sharks weird AI", there's curiosity there, equals 4,000 leads per month. That's the hyper specific benefit. It's not just promises leads per month. It's 4,000 plus leads per month partnered with curiosity. So, whatever it is that your market wants, you need to peel back the layers of the onion and get hyper specific. Don't say lose weight, say lose 12 kg. Whatever it might be, it needs to be very, very specific, and then partner it with a level of intrigue. Now, in terms of what is that that you're going to put in the actual

[43:22] headline itself to get people to click, the things that drive people more than anything is shock, a direct or implied benefit, fear, vanity, self-interest. They want to be richer, slimmer, all of those kind of things. That's what it is you want to appeal to. And my number one rule when it comes to writing ads is the ad's job is not to sell your product or service. Your ad's job has one goal, and that is to sell the click. It's to get somebody to click onto your landing page and then read more about what it is that you've got. Depending on when you're watching this, people can't buy directly

[43:59] from your ad. And even if they could, the ad itself is not going to do as good as a landing page or a funnel's going to do. So, all we're trying to do is to send targeted people from our target market to our landing page. So, do not try and sell your whole product or service in the ad itself. That is a recipe for disaster. So, you always want to partner intrigue with a specific benefit. If you just use curiosity, which is the most powerful human emotion, you're going to get a whole bunch of untargeted people through to your landing page, which is what we do

[44:29] not want. The difference would be is that you're basically saying, "You won't believe what if Ivanka Trump does in the morning." Right? Anybody that has maybe they they like the Trump family, they don't like the Trump family, they're going to want to click on that and find that out. But, that's not going to bring in the kind of people that it is that we want. Maybe say that we're selling a skin care product. Instead, what you'd want to be doing is like "Supermodels use these three simple tricks to look younger." Oh, okay. Let me figure out what this is about. So, we've used intrigue, and we've also used the

[45:00] benefit of wanting to look younger. Now, in terms of angles, there's so many angles that it is that you can run, but the two parent angles pretty much is like positive and negative. And eight out of 10 times a positive angle will beat a negative angle. And when it comes to writing ads, you never want to start off with a blank canvas. So, what I recommend doing is going to websites like TMZ, People, and E! Online. Any of these gossip magazines, just type in whatever market you're in in the world, top 10 gossip sites in the world, go look at them, and start to read the

[45:32] headlines, and start to imprint the actual patterns of writing. Yes, I know you're probably thinking, "Sabri, these are all trashy gossip." Right? Well, the thing is that the same people that are on these websites, that are on your news feed, that are buying, they are all the same people. There is a reason why they are the most trafficked websites online is cuz that's what people have an interest to. And I'm not saying to basically write trashy gossip for your market. I'm saying to model the type of writing that gets stuff to go viral and then effectively you apply it to your own market. Aussies going wild after

[46:08] spotting this home loan hack. If you're a mortgage broker, that is so much more appealing than how to save money on your mortgage. Like who gives a bro? Like that's just a snoozefest. But if you say that there is a new way that Aussies are going wild over spotting a home loan hack, that's going to pull people in. CEOs advised to do one thing before going home. Secret way to find $5 million in funding without banks. These are all ways that have tapped in to the monkey brain in the way that humans work and it still brings the targeted people through to the landing page. And if

[46:41] you're thinking like it's only these trashy gossip sites that do it, no. Think about what arguably is the most prestigious news outlet in the world, the New York Times. Go to their website and have a look at what they're doing. Did Anthropic's AI really make a scientific discovery on its own? Big, bold headline opening up with intrigue. And if you if you read through this stuff, you will basically the same

[47:05] format used all over this whole page. Then if we go down to their most shared, dogs will fight bears, but not because of the reason that you might think. I rest my case. It's like that is the most shared article in the New York Times right now. And it all of these articles on here that have a huge amount of intrigue. So it doesn't matter what the publication is, the reason that this is universal and it works is cuz it's written for humans. And that's exactly who you're writing for. So that's the

[47:33] model that it is that you want to do. You never want to start at a blank page. I like to sit down, double espresso in hand, get the creative juice flowing and firing and then I just want to unleash onto the page. But if you are struggling, if you don't want to become a highly paid copywriter, then again,

[47:50] you can use my platform called Get Kong. This thing has got thousands of proven headlines that are pre-plugged into it. That is not just like written based on an LLM of what I might think sounds good. It's based off spending $300 million on ads and then taking all of the ad headlines that have the highest CTR, the lowest cost per purchase, the lowest cost per lead, or the highest ROAS, and then using them and giving them to you guys that you can basically go in, put some basic information about your customer and your prospect, and the

[48:21] things that it is that you're selling. And this thing, if you go in here and you click on beast mode, look at this thing. It just absolutely pumps you. I think this one output is 188 different headlines that you can run. So, you can do it the old-school way that I've just shown you how to do, or you can use my platform. Alrighty, so

[48:38] now we've got the actual raw materials. We've got all the ads, we've got the images, we've got the body copy, we've got the headlines, we've got all of that kind of source. Now, it's time to deploy these in your ad accounts and start sucking in leads and sucking in customers. So, how do we do that? Well, that brings us to pillar number five, which is to launch and scale. So, what most people do is they launch, you know, five different statics with two different body copies, all of which are dog and then they say, "This doesn't work. Let me go back to creating my AI influencers or UGC creators or

[49:10] whatever it is that they're doing." However, that is the wrong approach. So, instead, what it is that you want to do is you want to understand that you can't just pump out volume for the sake of pumping out volume and thinking your ads just going to work. That's where everyone gets it wrong when it comes to AI. They're like, "AI is amazing. I can just create so many hundreds of different variations of my ad and launch them." Everything that you do must be intentional. So, the only reason that it's so good is if you act with intention and you follow the methods that I've just given you, and then you

[49:43] use that as a force multiplier to give you more variables to test, that's when it works. But, just putting out a large volume of crappy ads is not going to get you the output. What is is putting out a large volume of high-quality ads. And in terms of how many ads that it is that you should be deploying, it all depends on your ad spend. The higher the ad spend, the more creatives that it is that you could be pumping out. And when it comes to, "Well, how many creatives and how many ads should I be actually pumping out, Subri?" I wish I had just a

[50:12] black-and-white answer, because it does depend on the level of spend that you that you're running. If you're running a high spend, you're going to need more ads than you're running a low spend. But I have typically found from looking at thousands of ad accounts that people are running far less creative than they should be in order to get the outcome. And because of Andromeda, you can't overwhelm it with too many ads. So, I would say just shoot for as many as you possibly can. I like to have like bare minimum of like 50 different combinations of headlines, images, angles, body copies, all of those kind of things when I partner them all

[50:48] together. And Andromeda will tell you very very quickly which of the ads that are working better, cuz they will funnel the spend towards those, and you'll get feedback very, very quickly. We're going to be running a CBO for our testing campaign. A CBO is just a campaign that you've got set up that is campaign budget optimization. And it's effectively we put all of the new ads and images and headlines and everything in there. We just spray everything in there. Meta will look at all of your different ads, and it will optimize where it's going to spend based on performance. Where an is an ad set budget, where it's like you put in the

[51:21] creative, you put in the exact ad, and then you set a stand-alone budget for that ad, and Meta will basically do what it is that you're telling it to do. And the reason that we like to use CBOs most often than not is when you're doing a huge amount of volume and you're running all of these different ads. Basically, you're relying and you're leveraging Meta's AI to effectively find you all the combinations of those ads that are going to make the best ad, and it's then

[51:47] going to funnel the ad spend towards it. Is it perfect? No. Is it incredibly powerful? Yes. And you typically want to be allocating 10 to 20% of your overall budget towards testing new creatives. Then after running it for a week and letting the campaigns optimize, you want to stop and then pick out the winners and see what it is that's working and then put those winners into a scaling ad set, and only the best ones arrive at that, and you keep on going through that cycle over and over and over again. Now, there are different opinions. Some people like to run ABOs for their testing, and other people like to run

[52:19] CBOs. To be honest, both of them work, and there is no definitive guide to which one works the best. What we're using right now is CBOs for both of them, and we're getting very, very good results. Then when it comes to what is the call to action that you're going to put in your ad, I've split-tested it with hundreds of millions of dollars in ad spend, use learn more. It's what I call a non-threatening CTA. You're not asking someone to shop now or to buy now or to get a quote, which is what I call a hard CTA. There's a lot more friction in the newsfeed to

[52:49] somebody to commit to that kind of CTA than there is for somebody to simply learn more. And all we want to do is funnel as many of the targeted people as we possibly can at the cheapest cost possible through to our landing page, and nothing beats learn more as a CTA. And in terms of rough volume of like how many creatives per ad spend that it is that you should be running, I know that everyone likes to know these cuz you want like a paint-by-numbers kind of thing, but it's typically it doesn't really exist. If we're going to use a basic rule of thumb, I would say that if

[53:21] you're spending, say, $300 per day on ads, an absolute bare minimum of what it is that you want to be running is at least 50 to 100 ads. So, there you have it. That is the full training on how I create killer metastatic ads to run. I'm also going to be giving you this photorealistic iPhone selfie prompt template that you can use in whatever model that it is that you want. So, you

[53:43] can get out there and start printing. And if you enjoyed this ad, this is just a fraction of the source, you're going to absolutely love this video that I put together, which is $300 million worth of ad insights in under 22 minutes. Like, subscribe, and I'll see you in the next one.

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